Inspiring and Building 'Trust' to be at the Top of Minds

In the world of brands, why ‘consistency’ matters and why it is irreplaceable can be the most common questions. When looked at the well-known brands and checked what sets them apart, we see that they are dependable, reliable, as well as, they developed a consistent and cohesive brand strategy. After all, regardless of corporates’ agendas and priorities, customers should get what and when they are promised.

Also, achieving brand consistency is an ongoing journey and when it comes to grabbing and holding target groups’ attention and ensuring seamless customer journeys all actions and their sphere of influence matter, as stated by Howard SCHULTZ, former Starbucks Chairman/CEO; such as: “Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does...”

Accordingly, corporates are expected to know how prospects and customers perceive them and ensure that they acknowledge their dynamic and engaging presence, while achieving following goals; such as:

• building the trust for new products, services and experiences
• promoting the new brand on social media and other channels,
• taking the business to the next level / re-launching the brand etc.

In this respect, extraordinary cases, i.e. mergers, outdated images, weak publicity.., can be more challenging and demanding. So, when the brand does not reflect the business or when business assets and messages give wrong impression about the brand, gaining a new and unique position in audience minds can be even more crucial.

Apart from these, future outlook cannot be separated from previous experiences, especially considering that failures contain the possibility of important learning experiences. After all, both individuals and corporates do not simply fall into situations accidentally, but create their reality based on misconceptions or mistaken attitudes. Thus, while re-imagining and/or re-building the future, dynamics –protecting and enhancing reputation, using trustworthy and right platforms, providing engaging and credible contents, ensuring the continuity and strength of the connections of shareholders.., must be reviewed. Then, ideas and messages must be expressed in ways that touch people and inspire good actions.

After releasing the blocks causing lost opportunities, or poor image and reputation, renewal in all areas take place. Herewith, corporates can re-build a better and more promising future, and manage their transformation just like snakes shedding their skins to allow for further growth.

As a result, while adapting (even leading) the change, corporates are expected to overcome old and outdated conditionings and build resilient and engaging culture to get every shareholder on the same page, make room for something new, as well as, make the brand recognizable and memorable.